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DALLAS — Following a digital preview, Dallas Love Field (DAL) has officially unveiled its reimagined brand to the public, the culmination of more than ten months of research, design, development, and strategic planning.
With growth on the horizon for infrastructure and the customer experience, DAL’s new brand clearly conveys efficiency, progression, and modernism, after using its previous branding since 2013.
During the rebranding process, DAL implemented a comprehensive, inclusive approach informed by best practices in public branding. Insights were gathered from over 1,000 community members through qualitative and quantitative research, which encompassed:
- Employees
- Airport Neighboring Residents
- Frequent Flyers
- DFW Metroplex Travelers
Incorporating these instrumental insights into numerous rounds of creative development led to the final design, boasting new elements, including:
- Shape(s) – The final design integrates a refined star with an airplane and contrails, instantly signaling Dallas, air travel, and forward momentum at a glance. It’s immediate, intuitive, and unique.
- Colors – The new palette reflects the airport’s warm and welcoming atmosphere while also paying homage to its past (red) and to its future operational innovation and professionalism (blue). It features a gradient effect that displays purple as a bridge between the two primary colors.
The former logo featured a red circle intersected by three white lines—two horizontal and one vertical—originally designed to emulate the airport’s early runway layout.
Going beyond a new look and feel, this rebrand strategically developed a new Purpose, Mission, and Vision focused on connectivity and progress to align its decision-making, emphasize its culture, and convey incomparable value to its stakeholders.
“This process was a labor of love. Literally. Our teams were very involved and intentional about the image we wanted to express, given all the exciting changes we will experience with our community over the next several years,” shared Patrick Carreno, Director of Aviation for DAL. “We hope Dallas and the world at large will welcome our new brand and join us in making it come to life.”
The launch takes place at a momentous time for the airport and the city of Dallas, as they prepare to welcome millions of visitors for the FIFA World Cup 2026. Dallas will host nine matches, the most of any of the sixteen host cities in Canada, Mexico, and the United States.
The website and airport signage have been updated, but the new branding will continue to be implemented across various touchpoints over the next two years due to the extensive nature of this transition.
This rebrand, funded by passenger facility charges rather than city tax funds, aligns with the City of Dallas’ broader efforts around civic identity, economic development, and infrastructure investment. Additionally, it positions DAL to compete globally, operate efficiently, and serve as a welcoming gateway for all, through LEAP (Love Field Expansion Airport Program), whose branding extends DAL’s.
DAL is proud to present this evolution to the public as a product of deep listening, data-driven refinement, and a devotion to the city it represents.
For more information on the new design and strategic pillars, view the airport’s brand guidelines HERE.
About Dallas Love Field
Centrally located within seven miles of Downtown Dallas, Dallas Love Field (DAL) serves almost 18 million passengers annually. As the busiest medium hub airport in the U.S. and a highly awarded airport, DAL continues to lead the evolution of the airport experience. Historically, the airport has contributed over $5.6 billion in economic activity and boosted Dallas’ labor income by $1.7 billion through the addition of more than 28,000 local jobs. The airport looks forward to continuing to expand its footprint and further enhance its exceptional aviation services.
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